INFLUENCE OF BRAND IMAGE ON NOTEBOOK PURCHASE DECISION
Puspo Dewi Dirgantari, Eni Susanti, Bambang Widjajanta

Universitas Pendidikan Indonesia

Abstract

^In today^s technological era, the need for electronics is indispensable to help human work. Computers and laptops are electronic devices resulting from technological developments. In marketing, companies must be able to compete with other companies, one of which is in increasing the brand image of a product. If the brand image of a product is good, then the purchase decision will increase. The type of research used is descriptive and verification with explanatory survey method and the research design used is cross sectional method. The data analysis technique used is simple linear regression with Statistical Product for Service Solutions (SPSS) 28.0 software for windows. Based on the results of data analysis conducted, it can be concluded that brand image has a positive effect on purchasing decisions with a high category influence.

Keywords: Brand Image, Purchase Decision^

Topic: Marketing Management